1. introduction

• Netopia is a company, headquarted in Emerville, California, that produces a variety of broadband products including modems, routers, gateways and

wi-fi devices. The company also produces the NBSS (Netopia Broadband Server Software).

Here in the Philippines, Netopia is one of the pioneers in internet services in the Philippines

Today, Netopia internet caf is present in 175 locations all over the Philippines with original expansion beginning with branches operating in Bangkok, Thailand. Backed by telecommunications giant PLDT.

2. View from inside the old Katipunan branch. (left) Optic, our mascot, standing in front of our MobileInternet Caf.(rigth)

Brief history

Netopia Company was originally founded as Farallon computing and changed its name to Netopia in 1998. Netopia was acquired by Motorola in the first quarter of 2007.

Netopia comes from the root words network (an interconnected system of computers) and Utopia (a place or state of ideal perfection) an ideal place for computer networks, a digital paradise.

Netopia was founded by two computer techies in 1996. It began as a private gaming room where friends could pit their eye-hand coordination skills against each other. When the original Katipunan branch opened its doors to the public in January 1997, long queues formed, and soon a loyal customer base grew. By sheer word of mouth, Netopia effortlessly attracts a new wave of faithful clients. Sealing Netopia's success is its commitment to bringing in the latest Internet-related technology.

3.

Mission

Empower people through affordable access to information and communication"

Vision

With intensive Research & Development plus close partnerships with the biggest international names in the IT industry, Netopia promises to keep on delivering the best modern technology will have to offer

4. Elements of retail mix Netopia(rate) Location High Store design and display Moderate Customer service Low Advertising and promotion High Pricing High Services Assortment High 5. munipacilities Total population percent Malefemale Rizal1,707,218 100 856,860 850,358 Antipolo city 470,866 27.58 236,015 243,851 Cainta 242,511 14.21 120,053 122,458 San mateo 135,603 7.94 67,640 67,963 Rodriguez 115,167 6.75 59,024 56,143 Age Group2008Totalpopulation of Marikina is 490,612 Male Female Total Under 1yr. old 6,827 6,635 13,462 10-14 24,719 25,774 50,493 15-19 23,775 29,600 53,375 20-24 25,662 30,365 56,027 25-29 23,074 26,028 49,102 30-34 20,013 21,436 41,449 Age Group Rizal 10 to 14 15 to 19 20 to 24 25 to 29 30 to 34 Total Population 1,707,168 176,191 164,902 163,005 147,503 140,922 Percent Male Female 100.00 856,860 850,358 27.58 236,015 234,851 14.21 120,053 122,458 7.94 67,640 67,963 6.75 59,024 56,143 6. 7. 8.

Smooth Sailers

The Netopia mostly customers are smooth sailers that highly sociable, secure and active but conservative. They have a positive self concept and are security-conscious, and prefer the simple and essential. They have a relatively high purchasing power that price does not seem to be very important factors in the buying decision. Smooth sailers are below 30 years old and from class ABC.

High Spirits

More than that, the high spirits are another customer of Netopia. They are the most vibrant and fun-loving. They would like to maintain a high social profile, and appear to be the trendsetter. There are self-centered group of customers. Typically, image conscious, they make purchasing decisions which are based on the image projected or on the reputation of the certain name brands. They would rather go out with friends than stay at home.

9.

Purchase frequency occasional 40%

Regular60%

User status ex-user 40% Regular60%

User rate med-user 40%

Light user 35%

Heavy user25%

Loyalty status strong 30%

Medium 35%

Small 35%

10.

Netopia provides quality and sufficient customer.

Netopia globally competitive in internet technology.

Employ committed employee that provide qualified and sufficient customer.

Convenient location and service are accessible to go for information, research, and relaxation, past-time,and enjoyment even if youre alone or with somebody

11.

• Buying Decision

In these situation customers usually looks limited problem solving. The Netopias customer, experience some risk that may occur during the usage like low connection, hanging but in the case of Netopia they make sure that their internet connection is fast as possible maybe the risk in the user.

The customer looks as habitual decision making once their experience the Netopia internet Caf the automatically go back or meaning to say the brand loyalty of the customer are there through membership card. Because of the internet experience that provide in Netopia, as we said earlier they provide fast internet connection, Netopia have a partnership with the well-known information communication technology like PLDT, Smart, Globe. They can assure the quality ofthe service

they offer, fast, convenient, and efficient service they provide to their customer so in the next time they have a good experience they will come back again. Buying decision proces s 12. Retail Market Strategy Sustainable Competitive Advantage Customer Loyalty As one of the fastest growing internet caf, they provide services like high speed internet, as years goes by, they add some like rush photo picture developing and printing. They make their customer loyal by providing a privilege card that a customer can have free internet use or their services accessible to function and event. It also their strategy for customer to avail services all over again. They also tied up with some institution. And get more customers and to be loyal as well.The key point of advantage of Netopia is they have their strong customer relationship. And one thing about Netopia is they are the pioneer and they are unique. Location According to Netopias history they placed their first caf on Katipunan in Quezon City. Where actually near some prestigious universities like UP, Ateneo, and Miriam college as they pilot year in business, as they start their business by low cost operation/ by creating container van as their caf expand for franchising as they go to mall operation which is costly like Sta. Lucia mall but it cost to the company including the design of the caf. The company considers it location and the customer because they believe that good location is equal to high profit. They also give consideration to their customer for best location and accessible like their services. 13. Vendor Relation For them to provide fastest internet access, they tie up with some ISP or internet and have a partnership with the telecommunication today like Microsoft. They have a exclusive right to provide internet to Netopia and other service, Netopia excellence relationship with the vendor which taken years to develop, offer companies sustainable long competitive advantages are one of key of Netopia success. Effective Committed EmployeeEmployee play a major role in the company for the customerto builds loyalty. In the caf there are 3 to 5 employee one is the cashier and other doing other services, to satisfy the need of their customer? The employee of netopia is fully trained by the company. Also the capability and knowledge of an employee because they are direct link of the company for feedback and customer indigent. Also for them to provide much effective and committed employee the customer was in need of service. 14. Growth Strategy Market expansion opportunity We can say that Netopia employ market expansion opportunity where they are entering new geographic market segment with the same rattail format. Netopia has formed alliance in partnership in major companies such as companies hardware and software manufacturing which complement business model. Netopia branches take advantage such arrangement. And to help to continued growth, Netopiacommissioned franchise corporation, the worlds largest franchise consultancy firm, to help them prepare franchise system and to assist us in the systematizing the operation of Netopia. The result of this is that our franchise and royalty fees are among the most competitive in the country and possibly the world. 15.

Prioritize customer service to increase loyalty because not all users are computerliterate.

Netopia must tie up with institutions like school and offices to cope more customers.

Focus also to advertising, less information search for customer to get sympathy to the company.

Adding more freebies on membership card for customer to avail more services and to attract more potential customer and to add loyalty.

16. Created by :

Cassandra Mary Jane Bartolome

Angel Pangilinan